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Fast-food restaurant chain Burger King is tapping into the market of men who want to smell like flame-broiled meat, and apparently the women who want them, with a men's body spray called "Flame." It's only $3.99, or about the cost of a Whopper Value Meal.

Advertisements recently started for the "body spray of seduction, with a hint of flame-broiled meat" that is being sold at New York City retailer Ricky's NYC in stores and online for a limited time. The Web site depicts the Burger King himself by the fireplace reclining nude, except for an animal skin strategically placed. Men may want to turn away quickly at that image, or risk losing their hamburger.

A Web site called "A Hamburger Today" reviewed the fragrance and reports that it smells nothing like a hamburger.